Google Adwords 101


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Google Adwords 101

  1. 1. Point ItGoogle AdWords 101 Presented by Jon Lisbin 206.973.5488
  2. 2. Topics• About Us• PPC Search Landscape & Trends• Why PPC Search is effective• What it looks like• Campaign Structure & configuration tips• Keyword Development• Competitive Research Tools• Quality Score• Google Analytics• Click Fraud• Couple of Case Studies
  3. 3. About Point It!• Seattle-based Search Engine Marketing Firm• 14 team members• Servicing mid-market firms and new ventures• Incorporated April 2002
  4. 4. Our Clients
  5. 5. Search Landscape
  6. 6. Advantages of Paid Search• No minimum spend• You choose your own maximum daily spending limit (daily budget)• Choose how much you want to spend per click for every keyword• Pay Google for users who click on your ad• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*• Conversion tracking = real-time return-on-investment data ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
  7. 7. Effectiveness of Paid Search 40% Search* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
  8. 8. Are Marketers Cutting Back in a Down Economy?• eMarketer estimated in August 2008 that online ad spending would reach $24.9 billion this year, down slightly from its March forecast. That still represents 17.4% growth over 2007.
  9. 9. Where are Online Marketing Dollars Going?
  10. 10. Paid Search Placements
  11. 11. Content Network Ads
  12. 12. Campaign Structure ACCOUNT CAMPAIGNS CAMPAIGNSAd Group Ad Group Keyword Ad Copy 1 Keyword Ad Copy 2 Keyword
  13. 13. Google Adwords Settings1 1. Start/end date 2. Budget settings 3. Networks and bidding23
  14. 14. Google Adwords Settings 1. Start/end date 2. Budget settings4 3. Networks and bidding5
  15. 15. The Google Network Other 20% Network 80%Google Properties Content Publishers New York Times Search Partners AOL Amazon Earthlink
  16. 16. Ad Group View
  17. 17. Match Types• Broad Match Disney Toys Yes. buy disney toys, buy toy disney, disney toys online• Phrase Match “Disney Toys” Yes. buy disney toys No. buy toys disney• Exact Match [Disney Toys] Yes. Disney Toys No. Toys Disney, buy disney toys• Negative Match -Story No. disney toys story
  18. 18. Keyword Development
  19. 19. Keyword GenerationKeyword Generation• Cast a wide net (The Long Tail)• Consider user intent – Use customer lingo, not just industry lingo• Group thematically and linguistically – These become your Ad Groups• Don’t forget: – Synonyms – Misspellings – Geographic keywords? – Brand and Trademarked terms?
  20. 20. Google Keyword Tool
  21. 21. WordTracker
  22. 22. Competitive Research
  23. 23. Quality Score, Relevance & You Quality score is based on the CTR of an ad and the relevance of your ad text, keyword and landing page Position is based on Quality Score and Max Bid. QS Max Bid Min Bid Position Index Position Avg CPC Ad1 10 $ 4.00 $ 0.50 40 1 $ 2.70 Ad2 8 $ 3.00 $ 0.50 24 3 $ 0.50 Ad3 4 $ 6.50 $ 0.50 26 2 $ 6.25
  24. 24. Ad Copy Testing
  25. 25. Google Analytics Overview
  26. 26. GA Goal conversions by source
  27. 27. GA Site Overlay
  28. 28. Site Exclusion
  29. 29. Case Study – Onvia (PPC)Business Challenge Small scale success with Google-only search. Didn’t have the resources or internal skill set to drive program to the next level.The Solution Major keyword expansion. Learned “language of the verticals” and re- organized the program architecture targeting these verticals. Rigorous & methodical copy testing and optimized landing pages by keyword theme.Results In six months lead volume went up 1000%+(100 to 1,000s). PPC budget was raised from under $5K/month to $30K+ based on results. CPA achieved new lows.
  30. 30. Case Study – Concur (PPC)Business Challenge Expense tracking software provider saw an opportunity to take advantage of newly enacted legislation as a revenue stream. To do this they needed to explore new ways to leverage interactive media.The Solution Developed comprehensive keyword list targeting Sox compliance, pain points & needs. Leveraged existing white papers positioning them as offers supported by synchronized ad copy, landing pages, and exhaustive testing.Results In four months lead volume went up 4X (100’s+per month) while cost per lead dropped 70%
  31. 31. Key Takeaways• Google dominates the market• Paid Search Advertising, although self service, can be quite complex and time consuming• Don’t be lazy when coming up with keyword combinations and match types. Dig for gold!• Know how to spot fraud, but don’t let it paralyze you.• Use Google Analytics. It’s Free!• Synchronize keywords, ad copy and landing pages
  32. 32. Point ItGoogle AdWords 101 Jon Lisbin - Principal 206.973.5488